Let's explore how some brands have created legions of fierce brand advocates while others simply sell products with no emotional connection – and how you should decide which strategy to use.
A very visible example on the world stage today is Apple versus Microsoft. Both are great companies with powerful products that have changed the world as we know it. Yet one has stores with more eager assistants than you can shake a magic mouse at and the other simply adds products to someone else's shelves.
Proving that there's much more to a computer than a feature sheet, Apple has gone far beyond selling products with features and benefits - they have created culture and belief.
Microsoft, on the other hand, sells products and that's about it. This is hardly reflective of the accomplishments of Bill Gates, a man who has done great things in regards to pushing technology and personal computing forward. He believes, his people believe, we believe - but do we care? Could Microsoft open Apple-style stores and attract hordes of loyal customers?
Have a quick look at your company's brand and marketing strategy. Forget about the fact that your product or service is the greatest thing on earth and that it will change the world. If you don't get the message out, it doesn't matter how good your product is.
Next, figure out which strategy would work best for you. My company will never need stores with eager salespeople, but we do need employees, associates and customers who believe in us and care about what we do. The care part is crucial.
And make sure that you know what your competitors are doing. You don't want to copy strategies – just be aware of them. I doubt that Steve looked at Bill and said, "Hey, they don't have stores, so let's do that!"
Finally, look inside your walls. What do you believe? Do you, your employees and your customers care? What are you aiming to accomplish?
If your aim is to cultivate "care" then you and all of your people must care. (Hint: if "care" is the winning strategy, put your HR and marketing departments right beside each other and encourage them to start having weekly meetings.)
If your aim is to make money, then you and all of your people must be focused on that target.
Steve Jobs taught us that not only can companies make loads of money, they can also build a culture of passionate employees and customers.
Get started by answering the following three pivotal questions:
- What are the core values that tie your company together?
- Does your brand embody this?
- Are your employees familiar with your core values? Do they follow them? It is critical that employees understand where the company is going.
And where does social media fit in? It's interesting to note that the Apple Mac brand and the incredible loyalty to it were largely created without social media.
Social media is one of the most powerful tools at a marketer's disposal. However, although Apple has made effective use of various platforms to push their company forward, this was only after focusing on building their brand value and cultivating a strong following through a culture of belief.
So consider holding off on hiring that social media whizzkid until you have developed, refined and clarified your overall strategy. Until this is done, it won't be possible to make the most effective use of your Twitter feed or Facebook account. You must truly understand and believe in your message before you start pushing it out to customers.
